Nespresso

Methodology

To understand users' difficulties in choosing a Nespresso coffee machine and capsules, a combination of qualitative and quantitative research techniques was applied. This approach allowed information to be gathered on user perceptions and needs, as well as on purchasing patterns and the effectiveness of the current Nespresso interface.

🛑 In-Depth iterviews

Interviews were conducted with three groups of users:

📊 Figure 1: Users' perception of model variety

1️⃣ Users with no previous experience with Nespresso coffee machines (3 participants)
- They have never bought a coffee machine.
- They are not familiar with the differences between models.
- They need guidance to make a purchase decision.

2️⃣ Users who already own a Nespresso machine (3 participants)
- They want to change model or improve their current experience.
- Some have had problems with capsule compatibility.
- They are looking for more customisation or integration with apps.

3️⃣ Non-regular coffee drinkers (2 participants)
- Considering buying a coffee machine, but not sure if it is worth it.
- May be interested in occasional coffee options or alternatives such as tea pods.

🎯 Key insights gained

- First-time users do not understand the differences between coffee machines and capsule systems.
- There is confusion about capsule compatibility, leading to misguided purchases.
- The search filters in the online shop do not facilitate the choice according to the user's needs.

🛑 Quantitative Surveys

An online survey was designed and sent to 200 participants to validate purchasing patterns and levels of knowledge about Nespresso coffee machines and capsules.

63% of respondents did not know which model of Nespresso coffee machine to choose at the time of purchase.

38% have bought the wrong capsules on at least one occasion.

70% consider that the search filters on the web do not help them find the best option for them.

45% would like to try flavours before buying new capsules.

🎯 Impact of the study

This data confirmed that the problem of coffee machine and capsule selection is real and affects a significant part of users.

🛑 Competitive Analysis

To identify best practices in the industry, a benchmarking of other brands' product presentation strategies was carried out.

The following were analysed:
Dolce Gusto (sistema de cápsulas similar, pero con más opciones de bebidas).
‍Keurig (marca popular en EE.UU. con un enfoque fuerte en variedad de cápsulas).
CoffeeB (plastic-free capsule system, more sustainable).
‍Breville y De’Longhi (cafeteras más premium con personalización avanzada).

Key findings

✅ Keurig excels in ease of capsule choice with advanced filter system.

✅ Dolce Gusto has a clear visual guide to capsule and machine compatibility.

✅ CoffeeB focuses on sustainability and its biodegradable capsule system makes it attractive to environmentally conscious users.

❌ Nespresso has little visual guidance, leading to confusion for new users.

🎯 Impact of the study

This analysis helped identify opportunities to improve online shop navigation and communication about compatibility.

🛑 Usability Testing

Usability tests were conducted with 5 users (other than those interviewed) to assess the ease of purchase and clarity of information.

Exercise conducted:

Each participant had to select and purchase a coffee machine and a set of capsules.
Decision times, navigation errors and purchase confidence levels were measured.

4 out of 5 users were unsure which capsules were compatible with their chosen coffee machine.

3 out of 5 users did not find the way the models are presented on the website helpful.

2 out of 5 users abandoned the purchase process due to lack of clarity in the options.

🎯 Impact of the study

It was identified that the shopping experience could be improved with better visual organisation, clearer compatibility labels and an interactive wizard to guide the decision.

🛑 Heuristic Analysis

An evaluation of the Nespresso website was carried out using heuristic usability principles (Norman & Nielsen).

Main friction points identified:

Each participant had to select and purchase a coffee machine and a set of capsules.
Decision times, navigation errors and purchase confidence levels were measured.

❌ Visibility of system status: no clear indicator of capsule compatibility on the checkout page.

❌ Recognition over recall: Users must memorise model names rather than receive suggestions based on needs.

❌ Error prevention: There is no warning when trying to buy capsules incompatible with the selected coffee machine model.

🎯 Impact of the study

This analysis reinforced the need to improve the interface with more accessible information and automatic recommendations based on the user's profile.

📌 Summary of Methodology

RESEARCH TECHNIQUE

OBJECTIVE

KEY RESULTS

In-depth interviews (8 persons)

Understanding users' needs and frustrations

New customers do not understand the differences between models and capsules

Quantitative surveys (200 responses)

Validate purchasing patterns and product knowledge

63% of users find it difficult to choose a coffee maker

Competitive analysis

Identifying good practices in the industry

Brands such as Keurig and Dolce Gusto offer better visual guidance

Usability testing (5 participants)

Evaluating the usability of the website and the app

4 out of 5 users had questions about capsule compatibility

Heuristic analysis

Detecting web usability problems

Lack of clear information on compatibility and error prevention

🛑 Difficulties in choosing a coffee machine

The research findings show that users face multiple barriers when choosing a coffee machine and its compatible capsules. Three main problems were identified:

1️⃣ Model Variety

2️⃣ Complex Technical Descriptions

3️⃣ Inefficient Search Filters

1️⃣ Problem: The variety of models can be overwhelming

Nespresso offers more than 10 models of coffee machines, each with different features and prices. This wide choice may confuse users who are not familiar with the brand or who are looking for a simple option.

📌 Relevant fact:

70% of households in the UK own a coffee machine (source: Mordor Intelligence), indicating mass adoption, but also potential saturation of choice. More info here

🔷 Impact on user experience:

New buyers are not clear which model to choose.
Lack of clear classification by needs (e.g. quick espresso vs. frothy latte).

📊 Figure 1: Users' perception of model variety

graphic explaining if it is difficult to choose a coffee machine or not

2️⃣ Problem: Complex Technical Descriptions

Users reported that the technical specifications of the coffee machines do not align with their general knowledge. Terms such as 19 bar pump pressure, centrifugal extraction system or Aeroccino milk container are not intuitive for those who have no experience with capsule coffee machines.

🔷 Impact on user experience:

Customers do not understand what real benefits technical features offer.
They are forced to look for information from other sources, which slows down the purchase decision.

📊 Example of confusion of terms

TECHNICAL CHARACTERISTICS

TYPICAL USER QUESTION

Pressure 19 bar

Does that mean better quality coffee?

Aeroccino

Is it a separate accessory or is it integrated?

Vertuo System

How is it different from Original?

Bluetooth connectivity

What is it for in a coffee machine?

3️⃣ Problem: Inefficient Search Filters

The filters on the Nespresso website do not allow filtering by consumption habits, forcing users to read multiple product descriptions.

📌 Example of current filters on the website:

❌ Only allows filtering by price, size and colour.

❌ There are no filters for preferred coffee types (e.g. short espresso, cappuccino, Americano).

❌ No filters for user experience level (novice, intermediate, expert).

🔷 Impact on user experience:

70% of respondents said that filters did not help them find the best option.

📊 Figure 2: Usefulness of search filters on the Nespresso website

❌ Confusion about Capsule Compatibility

The wide variety of capsules available and the different Nespresso systems create confusion among consumers.

1️⃣ Capsule Compatibility

2️⃣ Compatibilíty Information Not Visible

3️⃣ Confusing Nomenclature

1️⃣ Capsule Compatibility: Myth of Universality

Many users assume that all Nespresso capsules work in any machine, which is not true.

🔷 Impact on users:

38% of respondents have bought wrong capsules at least once.
Potential frustration and negative brand perception.

2️⃣ inconspicuous Compatibility Information

In physical retail outlets, there is not always clear signage about compatibility.
In the online shop, capsule compatibility is often in small print or requires clicking through several sections to check.

🔷 Impact on users:

Doubts and delay in the purchase decision.
Need to seek help from customer service or forums.

3️⃣ Confusing Nomenclature

The terms ‘Original’ and ‘Vertuo’ generate doubts among users.

❌ Problem identified in interviews:

One user mentioned, ‘I don't know if “Original” means it's better or if it's just a different type.’
Another said, ‘I had a hard time understanding that “Vertuo” makes bigger coffee.

❌ Only allows filtering by price, size and colour.

❌ There are no filters for preferred coffee types (e.g. short espresso, cappuccino, Americano).

❌ No filters for user experience level (novice, intermediate, expert).

🔷 Impact on users:

Extra time researching before buying.
Risk of choosing a coffee maker incompatible with their ideal consumption.

🛑 Lack of Orientation for New Buyers

Users with no experience with capsule coffee machines find the selection and purchase process difficult.

1️⃣ Lack of Digital Assistants

2️⃣ Technical Language

1️⃣ Lack of Digital Assistant

There is no interactive tool to guide users to choose a coffee machine based on:

📊 Frequency of consumption

Coffee size preferences.
Priorities such as sustainability or connectivity.

📢 Ideal decision flow for an interactive assistant.

Increased difficulty in finding the ideal model.
Dependence on external information before buying.

2️⃣ Technical Language that Discourages Buying

The use of technical terminology can discourage shoppers looking for a straightforward experience.

📢 Example of difficult terms vs. friendlier language:

CURRENT LANGUAGE

SUGGEST ALTERNATIVE

‘Centrifugal extraction system’.

‘Extract coffee with advanced technology for a balanced taste’.

‘1.2L water tank’.

‘You can make up to 10 coffees without refilling the water’.

🔹 Impact on users:

Lower conversion in online shopping.
Need for clarification before deciding on a model.

Based on the research findings, three key areas have been identified where improvements can be implemented to optimise the user experience when choosing a Nespresso coffee machine and capsules:

1️⃣ Interactive coffee machine selection wizard

2️⃣ Improvements in capsule compatibility information

3️⃣ Optimisation of the web and app experience

‍Each approach is designed to reduce friction in the purchase process, improve clarity of information and guide users in an intuitive way.

1️⃣ Interactive Coffee Maker Selection Wizard

A guided questionnaire that, according to consumption habits (frequency, type of coffee, available space, budget), suggests the best option.

📌 Problem:

New buyers find it difficult to choose a model due to the number of options and lack of personalised information.

🎯 Solution:

A digital assistant on the Nespresso website and app that guides users through a short questionnaire to recommend the best coffee machine for their needs.

📊 Implementation:

✔ Visual Categorization:
‍Introduce icons for capsule types, intensity levels, and flavors.
Use color coding (e.g., green for sustainability, dark brown for strong coffee, light for mild flavors).

✔ Smart Dynamic Filters:
Live filtering that updates results as users adjust selections.
‍Pre-set filters based on common needs (e.g., "Show only compatible capsules").

✔ Personalization & Guidance:
‍"Find My Coffee" quiz to help users pick the right capsule.
Show top-rated or best-selling capsules based on user history.

FEATURES

CURRENT NESPRES

PROPOSED UX

Capsule Type

Text-based list

Icon-based selection

Intensity & Flavor

Small labels, unclear

Color-coded visuals

Filtering System

Static, no live updates

Interactive, real-time results

User Guidance

None

"Find My Coffee" assistant

Sustainability Info

Hard to find

Clear, highlighted options

2️⃣ Improvements in capsule compatibility information

A guided questionnaire that, according to consumption habits (frequency, type of coffee, available space, budget), suggests the best option.

❌ Problem to solve:

Users do not know which capsules are compatible with which coffee machines, leading to confusion and purchasing errors.

🎯 Solution:

Create a more visual and clearer experience to identify the compatibility of capsules with each coffee machine model.

📍 Example of improved product description:

Create a more visual and clearer experience to identify the compatibility of capsules with each coffee machine model.

1️⃣ More visible compatibility labels in the online shop and on the packaging:
A colour system where:
Blue = Original Capsules; Green = Vertuo Capsules ; Red = Capsules compatible with both systems (if developed in the future).

2️⃣ A pivot table graphic where the user can select their coffee machine and automatically see which capsules are compatible.
Example: User chooses ‘Vertuo Next’ → Only Vertuo capsules are shown, excluding Original capsules.

3️⃣ Clear icons on the capsule packaging:
Compatible coffee machine icon on the box of each capsule.
QR code on packaging redirecting to a page with compatibility information and recommended recipes.

3️⃣ Optimising the Online Platform Experience

A guided questionnaire that, according to consumption habits (frequency, type of coffee, available space, budget), suggests the best option.

❌ Problem to solve:

Current filters do not effectively help users find the best option and technical terminology can be confusing.

🎯 Solution:

Redesign the navigation and content of the website and app to make it more intuitive.

📍 Example of improved product description:

Create a more visual and clearer experience to identify the compatibility of capsules with each coffee machine model.

1️⃣ More intuitive search filters in the online shop:
Instead of listing models without context, add filters based on real use cases, such as: ‘For strong and short coffee’, ‘For making cappuccinos and lattes’ and ‘For offices or frequent use’.
Additional filters such as price range, size and additional functions.

2️⃣ Redesign of the product pages:
Visual comparison between models within the same category.
More user-friendly explanations with less technical terms and more visual examples.
FAQ section based on common user questions.

3️⃣ More accessible language in communication:
Replace technical terms with descriptions based on user experience.

Find your perfect Nespresso match

Context of the problem

Aim of the study

🛑 In-Depth iterviews

📊 Figure 1: Users' perception of model variety

🎯 Key insights gained

🛑 Quantitative Surveys

🎯 Impact of the study

🛑 Competitive Analysis

Key findings

🎯 Impact of the study

🛑 Usability Testing

Exercise conducted:

🎯 Impact of the study

🛑 Heuristic Analysis

Main friction points identified:

🎯 Impact of the study

📌 Summary of Methodology

🛑 Difficulties in choosing a coffee machine

1️⃣ Problem: The variety of models can be overwhelming

📌 Relevant fact:

🔷 Impact on user experience:

📊 Figure 1: Users' perception of model variety

2️⃣ Problem: Complex Technical Descriptions

🔷 Impact on user experience:

📊 Example of confusion of terms

3️⃣ Problem: Inefficient Search Filters

📌 Example of current filters on the website:

🔷 Impact on user experience:

📊 Figure 2: Usefulness of search filters on the Nespresso website

❌ Confusion about Capsule Compatibility

1️⃣ Capsule Compatibility: Myth of Universality

🔷 Impact on users:

2️⃣ inconspicuous Compatibility Information

🔷 Impact on users:

3️⃣ Confusing Nomenclature

❌ Problem identified in interviews:

🔷 Impact on users:

🛑 Lack of Orientation for New Buyers

1️⃣ Lack of Digital Assistant

📊 Frequency of consumption

📢 Ideal decision flow for an interactive assistant.

2️⃣ Technical Language that Discourages Buying

📢 Example of difficult terms vs. friendlier language:

🔹 Impact on users:

📌 Visual Summary of Identified Problems

🎯 Conclusion of Findings

1️⃣ Interactive Coffee Maker Selection Wizard

📌 Problem:

🎯 Solution:

📊 Implementation:

2️⃣ Improvements in capsule compatibility information

❌ Problem to solve:

🎯 Solution:

📍 Example of improved product description:

3️⃣ Optimising the Online Platform Experience

❌ Problem to solve:

🎯 Solution:

📍 Example of improved product description:

📌 Summary of Proposals and Benefits

🎯 Conclusion of Findings

🎯 Conclusion of Findings

Thanks for scrolling all the way down — you must really like design (or maybe just got lost 👀).Either way, glad you’re here!

Thanks for scrolling all the way down — you must really like design (or maybe just got lost 👀).
Either way, glad you’re here!